FTC proposes new guidelines for 'eco-friendly' products

The Federal Trade Commission proposed revisions Wednesday to the agency's Green Guides in an effort to clear up confusion for consumers and reduce "misleading environmental claims" made by marketers about environmentally friendly products.

"In recent years, businesses have increasingly used 'green' marketing to capture consumers' attention and move Americans toward a more environmentally friendly future," FTC Chairman Jon Leibowitz said in a statement. "But what companies think green claims mean and what consumers really understand are sometimes two different things."

The new version of the Green Guides, which was last updated in 1998, cautions marketers against making "blanket, general claims" that a product is environmentally friendly and using "unqualified certifications or seals of approval."

The FTC is seeking public comments on the proposed changes until Dec. 10 before deciding which recommendations to make final.

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About Wendy Koch

Wendy Koch has been a reporter and editor at USA TODAY since 1998, covering politics and social issues. She's begun a quest to build the most eco-friendly home her budget allows. She'll share her experience and give you tips for greening your home. More about Wendy